IMPACT OF BILLBOARD ADVERTISNMENT ON CONSUMER BUYING BEHAVIOR SPECIFICALLY FOR DESIGNER LAWN (A STUDY CONDUCTED IN KARACHI)

Abstract

Introduction: This main purpose of this research is to examine the .impact of Billboard Advertising on consumer buying behavior specifically for designer lawn. Billboard advertising attract more attention to themselves than. Advertising is almost everywhere in our daily life. Its forms and roles are both contested and admired. Some see advertising both as the mirror and the maker of culture. Even when advertisements contribute new sounds and the symbols that shape feature, its words and images reflect the present and the past. If the consumers could understand the intention of advertisements, then the potential effect of advertising may be reduced. Methodology: The study involves use of questionnaire filled by 200 respondents and respondent are of different age group and higher class in status. To analyze the data SPSS software being used which is followed by graphical representation and Correlation. Findings: Based on the data collection and its analysis it shows that Billboard is associated with buying behavior. There is strong relationship exist between them. Consumer buying behavior is significantly associated with purchase brand. There is strong relationship exist between purchase brand and buying behavior. And the other two hypothesis is rejects that there is negative relationship between celebrity and buying behavior and same as with product innovation and buying behavior and according to the result it needed to be work upon. Billboard ads will be able to change the opinion of customers, billboard ads easy to catch the consumer’s attention and sometimes convince the customers for the buy product. Practical Implications: This study is for those who are related to the marketing students. This study will help the Designers to make further and future strategies and will also help in making the Advertiser what they have to do for further improvement.